#1 Video Marketing Will Dominate

Gather video testimonialsTestimonials are genius. They not only provide the user with the experience of another customer who purchased your product or service, but these word-of-mouth recommendations instill trust in prospects.

Use videos on your home and product pagesYou can make a compelling statement in seconds if you prominently feature a video on your website. A hot trend in web design involves including video on home pages and product pages, too. The videos help your audience to immediately connect with your brand by engaging their visual sense.

Include video biographiesIt’s common to see “Meet Our Team” photos with a brief description of each team member on About Us pages. Take this to the next level and introduce yourself via a brief video. Then, add the video transcription to the website to improve rankings.Take advantage of the video content to point users to specific website elements. Engage the audience and give them cues like “Click on the Tweet button below and say Hello.” Your users will not only be engaged, but delighted by your smooth and friendly approach.

Pro Tip: To minimize video loading on websites, try placing a button on top of a static video to encourage your users to watch it. This will decrease the time it takes for the website to load, and also help users who choose to watch the video be patient as it loads.

#2 It’s All About the User Experience

If you take away one thing from this article, let it be that your website is about the user — not you.

If you want to convert them, give users fewer options that lead to an overall action.

This approach directs users’ focus where it’s most needed to convert them.

Less significant information such as About, News, and Resources should stay at the bottom of the web page — in the footer.

The Capterra website home page provides a great example of proper navigation hierarchy.

The primary focus is on getting the user to search for the right software for their organization. To reach this goal, the website employs a completely stripped down top navigation.

The most important aspect is the search function. The Capterra design places a priority on this feature, relocating less-important navigation tabs to the footer. For your own website, create a navigation that converts by focusing on your goal. Then, you’ll nail those conversions.

#4 Content That Captivates Your Audience

Your website doesn’t have to be the Wall Street Journal of the internet to engage your users.

But it does need content that captivates the audience and prompts them to take action.

If your content doesn’t intentionally get the user to do something, that content might not be necessaryHere’s how you can captivate your audience and convert them:

Directly play off a user’s emotion instead of logic. When users read articles that make them happy, it taps directly into their human desire to share the content with friends or colleagues through social media.

Make sure your upcoming webinar or course is front and center on your home page so users don’t have to go on a wild goose chase to find it.

Have an entry point for website visitors to connect with you. Try a “Let’s Talk” call to action in the top right of your website, or for mobile visitors, place a “Call Now” button in the bottom-right corner of the screen.

#5 Subtle but Rich Animations Get Attention

We all love things that move! We are enticed by visual elements that pop up or change upon hovering or scrolling back and forth.

It’s entertaining and draws our attention.

Keep in mind, animations are meant to enhance the user experience, not take it over.

Animation trends to follo

Get inspired by these animation design ideas: Motion Animation

Below, Bugabooprovides a perfect example of how you can engage users by providing subtle animations to enhance the product [11 sec].

Hover AnimationHave you seen the fancy hovers, where text appears, social icons pop up and graphics fade in and out? Super subtle, but enriches the overall user experience.Visually provides a nice example of hover design [10 sec].

Loading AnimationBelow, Slack features a really creative approach to the loading experience for their users as they enter into their chat platform [5 sec].

Dive into animation for email marketingEmail marketing is continuing to grow at a rapid rate.

Every $1 you invest in the user experience will bring $2 – $100 in return. The user experience should always be front and center. I

It should be a carefully thought out factor throughout every aspect of the website’s design — from online to mobile to tablet.Design is lifeless without it’s ability to create purpose and engage your audience. It must always have purpose. With purpose it will convert.

It must always have purpose. With purpose it will convert.

What website trend will you be focusing on for 2016? Or which one have you already implemented?

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Josh is an entrepreneur at heart, dropping out of college to pursue his dream of owning his own business. Fast-forward five years later, and Josh’s unique ability to marry technology with creative marketing strategies has led to Flight Media’s steady and swift growth. Now one of the leading Inbound Marketing companies in Ohio, the U.S. and abroad, clients trust Flight Media’s expertise, agile approach, and transparency. You can find Josh at CrossFit, backpacking the West coast with his wife, Kelsey, or reading a personal development book from his ever-growing library.